Is your website attracting the wrong audience?

Marketers have been inadvertently trying to sell to the wrong audience since Victorian times. It was then that John Wanamaker famously said “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” You’ll know this feeling if you’ve ever bought a particularly poor quality direct marketing list.

According to Pareto’s ‘80:20 rule’, 80% of your sales could come from 20% of your customers. Therefore, by targeting the 20% of your best potential customers, your business should become more effective and as a result, more profitable.

Define and target more of this 20% segment

To help you define the key characteristics of your ideal customer (those in the 20% segment), you can use our B2B profile checklist or consumer market checklist. This will help you to create a customer persona.